Grey Alliance, the entertainment media division of Grey Advertising, has developed the media plan for this month's launch of Madison, a new lifestyle magazine.
"We're launching the magazine like a motion picture," said Jarrod Moses, president of Grey Alliance, Hollywood, Calif., and New York. The media mix includes large outdoor signage that went up last week in the magazine's major markets: Los Angeles, New York, Miami and Chicago. The ads, featuring pictures of "beautiful, unusual things" and using the theme "Not the usual," were created in-house, according to Moses. Ads will also appear on phone kiosks, buses, slides in movie theatres and postcards. The magazine hits newsstands Sept. 29. --Teresa Buyikia